Marketing Mix and Brand Value that Affect Consumers’ Purchasing Behavior of Honey Products from Phupha Farm Insects

Abstract

          This article aimed to (1) study the effect of marketing mix on consumers' purchasing behavior of stingless bee honey products, (2) assess the brand equity that influences the purchasing decision of stingless bee honey products, and (3) analyze the relationship between marketing mix and brand equity that influence the purchasing behavior of stingless bee honey products. The sample consisted of 400 consumers of stingless bee honey products, selected by convenience sampling. The data collection tools included questionnaires and interviews. Data were analyzed using descriptive statistics and content analysis.

          The research results were found as follows; 1. According to the first objective, the marketing mix factors showed that consumers tend to purchase products with convenient distribution channels and reasonable prices.  2. According to the second objective, brand awareness and brand loyalty significantly affect the decision to purchase honey products from stingless bees. Consumers tend to choose products that they are loyal to and recognize the brand. 3. According to the third objective, the relationship between brand value and the marketing mix promotes effective purchasing decisions, as both factors encourage consumers to decide to purchase honey products from stingless bees.The research results highlight that the most important factors in purchasing honey products from stingless bees include four key factors, especially creating brand awareness and continuous communication. Furthermore, expanding sales channels both online and offline will facilitate consumer access to the products and help stimulate purchasing decisions effectively in the long run.